Marketing Research Surveys vs. Marketing Experiments: Which One Should You Use?

When it comes to understanding consumer behavior, a lot of businesses often turn to two primary research methods: marketing research surveys and marketing experiments. While they may seem similar, their purpose and approach are very different.

A marketing research survey gathers consumer insights (such as structured surveys, focus groups, interviews, etc.). It’s ideal for measuring customer satisfaction, brand perception, and preferences. Whereas a marketing experiment tests cause-and-effect relationships by manipulating variables. Common examples include A/B testing, pricing studies, and concept testing to measure the impact of specific marketing strategies.

Types of Variables in Experimental Research

1.     Independent Variable: The factor that is manipulated by the researcher to observe its effect. For example, changing the design of an ad.

2.     Dependent Variable: The outcome that is measured to assess the effect of the independent variable, such as the number of clicks on an ad.

3.     Extraneous Variable: Factors that could influence the dependent variable but are not being studied, typically things one cannot control.

Using Surveys vs. Experiments in a Sportswear Brand

Marketing Survey

So, let’s say for example, a sportswear brand is launching a new running shoe. They could start by conducting a marketing research survey for quant and qual. For quant, potential questions include ranking features, whereas a qual survey could ask about their preferences and why it’s important to them. Overall, this helps the brand understand consumer expectations.

Marketing Experiment Example

Now let’s say the sportswear company wants to determine which ad campaign drives the most sales. the company creates two different online ads—one highlighting the shoe’s lightweight design and another highlighting it being cushiony, also known as the independent variable. By running an A/B test and analyzing which ad generates more engagement and conversions, they can determine which feature resonates more with consumers (also known as the dependent variable). This can be done with click-through rates and conversions, identifying the more effective marketing strategy. They do this to remove any guesswork or use their personal choices.

Additionally, they might conduct a field experiment by placing the shoes in different areas of a retail store. If placing the shoes near the checkout area increases impulse purchases, this would demonstrate a clear cause-and-effect relationship between store layout and sales performance. On the other hand, a laboratory experiment could involve inviting participants to try on the shoes in a controlled setting while measuring comfort perception and feedback. Such controlled tests allow brands to fine-tune features, messaging, and placement before making costly marketing decisions. If they were to follow customers around, they would deal with extraneous variables.

Both research methods are valuable. Surveys help understand customer opinions, while experiments provide actionable insights that can directly influence sales and marketing strategies.

Previous Article: Why More Survey Responses Do Not Always Mean Better Data